Email marketing can be effective, especially for an ecommerce business, states data from Omnisend. However, stats show that the average click-through rate for marketing emails is measly 3.5%. The good news is that you can use a few tricks to boost this number greatly. The changes to your email campaigns should be immediate as this is the hot season for holiday sales. Then you can use data collected by analytics solutions to evaluate how these changes perform and use it to build a more effective email marketing strategy for 2019.
Top 4 Tips on How to Boost Email Click-Through Rates Right Away
#1: Personalize Your Letters Further
Every person is unique and an ecommerce business that acknowledges this in their marketing campaign is the one with the best chance of success. Applying this principle to email marketing campaigns means that you need to design messages not for personas but for persons.
Of course, you can’t really create individual emails for every customer. However, the more segmented your email database is, the more personalization you can put into the emails. This is what will boost your click-through rates and conversions.
The first step to effectively segmenting your customer database for more efficient targeted marketing is to analyze the customer’s interactions with your shop. What was the first product they bought or added to their wish list? What are the products they look most often at? What was in the cart they abandoned?
Use your analytics to create smaller groups you will send customized email offers too. However, those messages need to be more than mere offers.
The second step to superior segmentation is to ask your customers what it is that they want to see in their email. You can use surveys for that and then ensure that the person gets exactly the kind of content they are interested in. Campaign Monitor advises personalizing emails in style not only in content. This will help you boost the efficiency of the message and therefore increase the chances of conversion. You can develop styles based on various customer studies as well as color psychology.
#2: Combine Abandoned Shopping Cart Reminders with New Offers
Emails reminding customers about their abandoned shopping carts get a rather good click-through rate compared to other marketing messages. However, you can boost this further (and add more personalization too) by combining those reminders with new offers.
The suggestions in this kind of email will be connected to the products in the cart. Therefore, your email marketing automation software shouldn’t have any trouble generating effective messages. Discounts and special offers for the products that were in the cart as well as on their equivalents are best for this particular kind of email.
#3: Use the Subject Headlines Better
The subject headline is one of the main factors that determine whether customers will even open the email. Therefore, you have to put a lot of thought into it. Generic messages can be moderately effective, but to get the best, your subject headlines must be attention-grabbing and motivational.
Maker them as personalized as you can, even resort to mentioning any personal interests the customer shared with your business. For example, mention celebrities, shows, or sports teams your target audience is interested in.
You should also remember that the line itself must motivate people to open the message. This means that simply stating the offer will be less effective than offering an enticing snippet of information. For example, instead of ‘Big Black Friday sale’ you should use something like ‘Price drop starting at 35% and counting. Don’t miss the time-limited offer!’
Add a bit of humor and an occasional question into your subject headlines. And remember to keep them versatile. Sticking to a single style will look repetitive and your click-through rate will start falling even if the style used to be very effective in the beginning.
#4: Add Social Media Sharing Buttons
As social media keep growing, you can boost your email marketing campaign by somehow connecting it to those networks. The easiest way to do this is to ensure your customers can immediately share the message they liked on social media. You’ll need to find an email marketing solution that will allow creating messages like this.
Note that your overall content strategy should also support this connection. Don’t simply copy the content of emails into your social media and blog posts. Instead rework it and create complementary pieces that are connected through links.
Email marketing isn’t going anywhere, so you definitely shouldn’t give up on it in 2019. You should instead focus on making your emails more personalized and their content more valuable. These are the keys to boosting your click-through rates.